ClickZ Digital Ad Platform Newsletter | BigCommerce's Catalyst: Transforming eCommerce 💥

PLUS: Privacy-First Innovation: Onetag & Utiq Transform Ad Platforms

Author

Nandini Sehgal
February 20, 2025 • Estimated Reading Time: 6 minutes

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Welcome to ClickZ Digital Ad Platform News, your essential newsletter for digital marketers and eCommerce professionals.

🛑 Before We Get Into It…

🚀 eTail West 2025 is almost here! Want the inside track on game-changing trends, must-know insights, and key takeaways from the event?

Sector Spotlight 🎥

AD PLATFORM STRATEGIES

AppLovin's dramatic 900% share increase stems from its Axon 2 AI, a game-changer in precise ad targeting, driving revenue to $1.37 billion. The company's pivot to adtech reveals strategic expansion into e-commerce, offering innovative methods for consumer engagement while introducing calculated risks and opportunities in platform performance enhancement.

ECOMMERCE PODCAST

Worldwide Business Research has unveiled 'eTail Unplugged,' a podcast dedicated to eCommerce innovation, driven by co-hosts Kristin Schoenstein, Elizabeth Robillard, and Leo Martinez. This monthly podcast delivers:

  • Strategic insights, innovative strategies, and actionable advice from industry leaders.

  • Episodes featuring expert interviews that explore success stories and latest eCommerce trends.

Upcoming episodes include discussions on strategic developments:

  • Amanda Effron of IKEA North America talks about their transition to omnichannel with a focus on sustainability.

  • Kevin Moffitt of Office Depot discusses AI integration and unified customer experiences.

  • Stephen Bailey of Fluevog Shoes on digital transformation.

  • Brit Tucker of Society6 on website launches and workplace culture.

  • Jeremiah Curvers of Polysleep on shifting to sleep wellness leadership.

AD STRATEGY INNOVATION

As 2025 approaches, co-branded storytelling emerges as critical for retail media, with AI enhancing efficiency and personalization. Innovative strides by Walmart and Best Buy in creative tools boost engagement and trust. The challenge remains in quantifying co-branded impact, yet first-party data provides a strategic edge for ad platforms in eCommerce.

RETAIL MEDIA EVOLUTION

Investing in Retail Media Networks (RMNs) empowers retailers to regain digital ad spend control, leveraging robust first-party data and innovative self-serve platforms. Strategic recruitment of specialized talent ensures refined consumer targeting, fostering brand differentiation. This development is paramount for overcoming tech giant dominance, elevating community engagement, and driving platform innovation and growth.

ECOMMERCE INNOVATION

BigCommerce has launched Catalyst, an advanced composable storefront technology aimed at streamlining and enhancing eCommerce deployment for marketers. It offers a seamless, integrated visual editor, rapid launch capabilities, and robust customization options, maximizing operational efficiency and scalability while ensuring superior customer experiences across varied digital platforms.

ADTECH TRANSFORMATION

AI's transformative influence heralds a $750 billion chance in advertising. The focus centers on three imperatives: refining advertiser interaction, innovating sales roles, and tailoring strategic initiatives. By harnessing AI, eCommerce marketers boost ROI, streamline processes, and fortify consumer engagement, ultimately reshaping ad platforms in this automation-driven landscape.

Influencer Corner 📣

Jessie Healy: People may disagree with me, but I believe there is a pretty clear marketing playbook for growing an eCommerce brand

and yet it is surprising how many brands miss key parts of the playbook.

Here are the most common areas I see brands miss the mark:

Early stage eComm brands:
-No/few email flows in place
-No brand ads on Google
-Not enough reviews/no reviews on their website
-Not getting user generated video content (UGC) about their products to use in marketing
-Not realising they need to invest in creative
-Testing too many channels too early
-Poor understanding of their LTV and CAC
-Inaccurate tracking

Optimization Hub ⚙️

INTEGRATED MARKETING STRATEGIES

Integrated creative and media campaigns enhance advertising effectiveness in eCommerce by harmonizing with digital platforms. Overcoming collaboration and AI adoption challenges is crucial, as the industry's future leverages unified strategies. Trends in media integration and strategic client-agency partnerships highlight the evolution, presenting vital insights for digital marketers seeking to optimize consumer engagement.

AMAZON ADVERTISING STRATEGIES

Amazon Vendor Ads' have transformative potential for first-party vendors. It offers key strategies like full-funnel advertising, audience targeting, and strategic dayparting. By leveraging both in-house and third-party tools, vendors can maximize visibility, control costs, boost sales, and effectively compete in a dynamic marketplace.

Social Media Marketing

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